The service is already live, with prices starting from £5, going up to £15. SS14 garments retail between £70 and £100.

In addition to the nationwide project, the American firm’s flagship on Regent Street is taking things one step further, with limited edition embroidery created by Ferry Gouw.

The graphic artist, who has worked with the likes of Major Lazer, has produced ten designs to be available exclusively in the store. These range between £10 and £50 per piece.
“With denim playing such an fundamental role in people’s wardrobes, the art of customisation and creating products that tell a story, has never more important than it is today,”said Scott Boyd-Errol, a tailor at one of the locations.

“A lot of skill goes into customising denim in a way that looks truly authentic and not like you’ve just gone at it with your nail scissors, which is where our team of in house tailors come in,”he added.

The Levi’s Customisation Workshop will run throughout the summer months.